Actelion is a biopharmaceutical company that researches, develops and markets medicines for diseases that still lack adequate treatments. »Create a new identity for our brand Actelion. Don’t touch the logo, but create something the world of pharma has not seen before.« In keeping with this premise of Actelion, the brand consultancy Interbrand in Zurich conducted an initial review and discovered a generic image world with scientific motifs that lacked differentiation to the competition. Based on the idea »From medical industry to medical magic,« a new visual identity was developed that uncovers the invisible magic moment of medicine.
The new imagery is based on the smallest possible unit: digital molecules. These capture the magical moment when new medicine arises from molecules; innovative design for a company that supplies the world with innovations. We worked closely together with Interbrand in creating the graphic imagery and developed a tool for automatic image generation that enables the generation of a unique, in-itself homogeneous graphic image world out of heterogeneous visual material. The new visual identity is featured in the 2010 annual report and continues to evolve in its updated website.